How often should I update content on my website?

Table of content

Refreshing your content regularly is an important activity in case of website positioning. Find out how often to update texts and enjoy the greatest effects!

What is the content update?

Content update is a modification carried out in terms of information and structure.

It brings measurable business benefits. Those are:

  • greater effectiveness of the offer
  • improved positioning and website visibility
  • better brand image

What does content update depend on?

This procedure might result from newer copywriting standards, competences and greater resources. Every factor is an indication to make changes on the website to gain better marketing results.

Changes in copywriting

The perception of attractive content is constantly changing.

Not so long ago the expert articles were considered and served as model content in copywriting. Today we are aware that the substantive value is only one of many elements, while the attention should be paid to information and the way we present it, which may be achieved by adding headings, highlights, bullet lists etc. This increases the readability and makes it easier to remember all the facts.

For this reason, analyse the structure of the content published on your website regularly, so as to implement necessary changes when the structure is no longer optimal (for example when there is no formatting and paragraphs are missing, which makes the text homogenous – it is quite common mistake).

Increase competences

Becoming a professional requires knowledge and experience – it can be used to improve your website quality.

This is an important contribution of changes, because we observe an obvious correlation – every subsequent content update increases the number of details. At the beginning the company presents itself in superlatives using marketing messages that form good impression. Over time, the arguments why the offer stands out from the competition make an appearance. It is the result of company optimization, improvement of production processes and services, etc.

Look for a new perspective and improve your content, so the text becomes substantive and more convincing for the clients.

More resources on the website

You can improve the text quality by taking advantage of the content already published on your website. Internal linking is a tool – it navigates and help readers move to other subpages within the same domain.

So if your website is evolving and expanding constantly, it is a good idea to update older content by adding links to the new articles. Thanks to this, the users navigate through the website easily and find the information they look for. It remains crucial for Google’s robots too, so as to index domains that contain extended and current internal linking.

How often to modify texts?

As you can see, the content refreshment depends on three factors. Those change dynamically because of:

  • Newer copywriting standards. They should be checked every 2-3 years in relation to your website.
  • Competences. Quite subjective and personal issue, however, we recommend that you check the information your website contain at least once a year.
  • The resources on the website. There is more and more of them if you are blog regularly. Update older subpages when are new materials that constitute to linking.

A construction company has published an article on how to check if your balcony is solid. When the phrase “balcony strength” appears on other subpages, the company should add a link to a new article. Thanks to this:

  1. Google has a green light, as the older content is being refreshed, which means the information it contains is up-to-date and should be displayed to the users.
  2. The new article receive several incoming links – it result in more efficient indexing carried out by the algorithms.

As a result, both subpages are beneficial.

Refresh your content regularly to understand its business potential. A tip from us: create new texts and update older ones as long as the content expands.

Bartosz Ciesielski

Experienced copywriter who explores the secrets of marketing and positioning. In his articles, he refers to the contemporary achievements of psychology and the philosophy of language, creating cross-sectional content. As a member of the Content Writer team, he takes care of technological and organizational solutions that increase the quality of work. Privately, he reads a lot of books, learns new languages ​​and composes piano pieces.

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